ManyPets - Campaign
RETURN TO ATL
After a period away from ATL activity, we launched a new autumn campaign to raise brand awareness ahead of the peak campaign in January. The challenge we face with pet insurance, is that beyond the initial sale, a good deal of customers may not need to use, and do not engage with the service or brand. We wanted to challenge that within this campaign, and show how ManyPets can be there with customers beyond insurance, and part of their pet life.
With the ad-line 'Here if you need us. Here if you don't' we were able to talk about all the great things we do with insurance, and all the extra things you get too.
TV creative
The centre piece of this campaign was the TVC. We follow the life of Ziggy (based on a real customer) as he grows and how ManyPets is there along the way to support, not with just insurance but with all the great perks and content we offer. Below shows some 6 second cut-downs to show how the creative was adapted for YouTube
Photography
We undertook a complex shoot, where we captured video and stills in order to achieve the concept for the TV advert. This meant that we managed to capture a huge amount that could be used campaign wide. We faced some challenges, the cat could not be present with any dogs! This meant alot of post production and green screen shooting for the cat. The story of the TV advert also meant we were telling the story of one dog (but photographing 5 dogs) - which meant alot of post production with dog colour changes and making them all look one dog...
Beyond TV
As we implemented this creative onto other channels, we further extended this idea by creating a series of digital albums that enabled us to further extend the story of Ziggy, and bring some of the perks and product features to life.
Across all the creative we took a consistent approach to applying visuals, audio and movement so that all creatives hung together as part as one campaign.
Credits
Creative and Art Direction: Marc Connell & Alex Doe
Production: Alex Doe and Rascals
Creative: Marc Connell, Jag Takhar, Alex Doe & Ollie Smith
Photography: Ed Schofield
Video: Annie Kruntcheva